Killer 2nd Screen and Social TV: Production Methodology

Connected Entertainment 2012
Beyond
Video,
New
Formats,
Killer
Content
Gary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.us
twitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
ABCTV Multi Platform
Killer Content - The key ingredient in the
success of connected entertainment
Tall Order!
• How do consumers want to connect with content on their TV?
• What type of content is connecting with audience markets worldwide?
• What is the key in engaging them and keeping them engaged?
• Content discovery, participation TV and device control considerations
• Providing a unified content experience across all devices
Gary Hayes
Product Development Manager, ABC TV Multi Platform
ABC
Moving beyond video reversioning

Beyond
Video,
New
Formats,
Killer
Content
Content producer, manager, developer, consultant, trainer
•95-04 UK, BBC Senior Development Producer - Social Interactive TV
•04-05 US, Interactive Social TV Producer
•05-10 LAMP Advanced Media Production @ AFTRS
•05- PersonalizeMedia Power 150 Media/Marketing Blog
•06- MUVEDesign (Multi Platform, Augmented Reality & Virtual Worlds Agency)
•10- StoryLabs (Oz, US, UK, Canada)
•11 - Exec Producer ABC TV Multi Platform - now Product Development Manager

Beyond
Video,
New
Formats,
Killer
Content
My Talk
Content - evolution or just redistribution?
ABC Multi Platform Evolution
‘Persistent’ user behaviour - driving change
Network Companion Dual Screen Social TV Apps

Beyond
Video,
New
Formats,
Killer
Content
To create ‘quality’ connected new
entertainment formats for ‘altered’ users we
ﬁrst need to activate the content creators

Beyond
Video,
New
Formats,
Killer
Content
TV is never going away, but what is TV anyhow?
Lots of talk about:
Service providers = video choice
NBN = video quality
Mobile = personalized video demand
Dual screen = social around video
Most of the conversation tends to
be about moving linear ‘video’ down
IP pipes or giving more info about
‘video’
what about new Multi Platform
formats, evolved experiences?

Beyond
Video,
New
Formats,
Killer
Content
from this
to this
The Big Distribution Transition
one to many
many (including ABC) to
many on-demand

Beyond
Video,
New
Formats,
Killer
Content

Beyond
Video,
New
Formats,
Killer
Content
Why multiplatform?
some mono media sectors suffering fragmentation
the music industry

Beyond
Video,
New
Formats,
Killer
Content
some mono media sectors suffering the fragmentation
We almost never watch television
shows when they are broadcast
anymore (with the very notable
exception of live sports)
We rarely watch shows with ads,
even on a DVR
We watch a lot of TV and movie
content, but always on demand
and almost never with ads (We're
now so used to watching shows via
Netflix or iTunes or HBO that ads
now seem like bizarre intrusions)
We get our news from the
Internet, article by article, clip by
clip. The only time we watch TV
news live is when there's a crisis or
huge event happening somewhere.
(You still can't beat TV for that, but
soon, news networks will also be
streamed).
We watch TV and movie content
on 4 different screens,
depending on which is
convenient (TV, laptops, phones,
iPad)
Read more: http://
www.businessinsider.com/tv-
business-
collapse-2012-6#ixzz1xgMmMs3L
Why multiplatform?
the print industry

Beyond
Video,
New
Formats,
Killer
Content
Why multiplatform?
late 2011 cable TV across the US had severe drops
The percent of people worldwide
who watch TV at least once a
month dropped from 90% to 83%
over the past year.
The percentage of people who
watch video on a computer once a
month--84%--is now higher than
the percentage who watch TV.
Read more: http://
www.businessinsider.com/tv-
business-
collapse-2012-6#ixzz1xgNAd9ig
the TV industry?

Beyond
Video,
New
Formats,
Killer
Content
“Anyone that is pitching a show right now that’s not
thinking about how it’s going to live across multiple
platforms doesn’t have their eye on the audience.
You have to fish where the fish are.”
Tim Kring - talking about “Touch” (March 2012)

Beyond
Video,
New
Formats,
Killer
Content
SERVICE PROVIDERS
CONTENT DISTRIBUTORS
CONTENT CREATORS
VIdeo
Aggregation
Video &
Social Veneer
Multi Platform
Format
Ground up
Development
Socially
Managed
Shows
Where is content innovation going to happen?
Integrated
Editorial
Services

Beyond
Video,
New
Formats,
Killer
Content
What do we
mean by
content?

Beyond
Video,
New
Formats,
Killer
Content
TV
Smartphone
Tablet
Desktop PC
Social
Media
Dual ScreenSocial TV
?
Good News! Perfect Storm - Persistent Forces (finally!!)

Beyond
Video,
New
Formats,
Killer
Content
ABC TV Multi Platform
Evolving...

Beyond
Video,
New
Formats,
Killer
Content
A few examples of more personalized or community driven content many more on the way...
abc multi platform - getting there

Beyond
Video,
New
Formats,
Killer
Content
Telling stories multi platform style

Beyond
Video,
New
Formats,
Killer
Content
iview across platforms!
3 screens
Tablet +
Mobile
Web
Big
Screen
2010
8% 80% 12%
2012
45% 43% 12%
SYNC WITH CATCHUP OR ON-DEMAND?

Beyond
Video,
New
Formats,
Killer
Content
by 2014 over half the
population of children
under five years will
primarily experience
interactive and online
content through a mobile
or tablet device

ABC
Play
School
‘Art
Maker’
tablet

app

ABC For Kids Downloads
429,893
Art Maker - Australian
downloads in 6 months
122,372
More views of play school through
iPad Art Maker app than iview

Beyond
Video,
New
Formats,
Killer
Content
In 1 year there were 500 game reviews on the desktop site - Good Game app launched in April
in the ﬁrst week of the app launch there were over 31 000 game reviews!

Beyond
Video,
New
Formats,
Killer
Content
Where TV Multi Platform Needs to Evolve
Joined up publishing &
backend systems
More site automation for all shows
Responsive mobile friendly sites
Reducing quantity
Larger ‘experiences’
2nd Screen
Companion
TV + Social
Synch Mobile Apps
Dynamic Web
Communities &
Social Integration
Greater amount of Social Media
and UGC elements
Integrated into Facebook etc:

Beyond
Video,
New
Formats,
Killer
Content
Social Integration
YouTube Direct
Facebook Apps

Beyond
Video,
New
Formats,
Killer
Content
Consistent Experiences Across
our key multi platform Products - Aligned
ABC TV desktop sites
ABC iview
ABC Companion
integrated backend

Beyond
Video,
New
Formats,
Killer
Content
LEARNING FROM PAST TV INTERACTIVITY

Beyond
Video,
New
Formats,
Killer
Content
ABC Multi Platform
Social TV & Dual Screen Guiding Principles
•Discovery: finding the best of ABC ‘while’ watching ABC
•User Journey - moving from sync to catch-up back to sync
•Participation: making ABC broadcast more engaging, social
and truly resonate with the TV offering
•Social: connect & share ABC experiences with friends
•Information: always on-tap insights behind ABC shows
•Recommendation: surfacing ABC shows for you & from friends
ACTIVATING THE CONTENT CREATORS

Beyond
Video,
New
Formats,
Killer
Content
online only shows
fan & celeb blogging
co-created entertainment
social & connected tv
curated social media games
2 screen play-along quizzes
fan created shows
parallel narrative
personalized services
altered TV behaviours

Beyond
Video,
New
Formats,
Killer
Content
SEMI INTEGRATED
1 Static Website Based on TV Show
2 Extending & Bridging Between Shows
3 Magazine or Utility TV Based Mobile Apps
4 Editing & Mashup Services
5 Branded Casual Games
FULLY INTEGRATED
6 Participatory or UGC Entertainment
7 Social TV
8 Synchronised 2nd Screen Experiences
9 Collaborative CoCreated Entertainment
10 Physical & Locative Situated Story Telling
10 KEY MULTI PLATFORM TV CATEGORIES?

Beyond
Video,
New
Formats,
Killer
Content
DUAL SCREEN, FAILING FORWARD - THIS IS STILL EARLY DAYS!

Beyond
Video,
New
Formats,
Killer
Content
Dual Screen - Editorially Driven
Live against show quizzes
Synch Extras
Live Voting
Polls/Surveys
Parallel Video
Rich Media UGC
Audio commentary
NETWORK COMPANION APPS

Beyond
Video,
New
Formats,
Killer
Content
videos
DEJA VU? EARLY POOR IMPLEMENTATION OF INTERACTIVE TV? BBC a decade ago 2003

Beyond
Video,
New
Formats,
Killer
Content
Between 2001-4, the BBC
produced 460 enhanced
TV applications across the
three digital (Satellite,
Cable and DTT) platforms
Throughout 2010, over
12.7 million viewers used
the BBC’s Red Button
interactive service every
week (more than a fifth of
the UK population)
2012 BBC Red Button
now at 12 mill users a
week

Beyond
Video,
New
Formats,
Killer
Content
lots of lessons to learn from iTV 1.0:
presenter call to actions
make it clear what the value proposition is
give users multiple ways to interact
simple interfaces, easy to use
feature users contributions on the TV
provide curated expert information
build rewards
make it social
make it challenging
keep it tightly synchronised
pace the experience
create levels
and many more

Beyond
Video,
New
Formats,
Killer
Content
BBC 2nd Screen Antiques Roadshow

Beyond
Video,
New
Formats,
Killer
Content
Human Nature
Emergent
Behaviour

Beyond
Video,
New
Formats,
Killer
Content
An Astonishing 350 Million TV related Posts / Check-ins 1st half of 2012
Walking Dead premiere had 8.5 million social impressions
http://adage.com/article/trending-topics/social-tv-350-million-interactions-year/236032/
In the first half of this year, Trendrr tracked more than 350 million conversations (primarily tweets and public
Facebook updates) and interactions (e.g., check-ins on GetGlue and Viggle) related to TV programming.
SOCIAL DONE WELL STILL WORKS

Beyond
Video,
New
Formats,
Killer
Content
Source: Sensis June 2012

Beyond
Video,
New
Formats,
Killer
Content
95% of viewing still via broadcast TV?
source Oztam MultiScreen report Q2 2012
SHARED EXPERIENCE STILL A NEED

Beyond
Video,
New
Formats,
Killer
Content
The two modes of multi-screening - Sequential and Simultaneous
Source: Understanding Cross-platform Consumer Behavior. Google Research ©2012

Beyond
Video,
New
Formats,
Killer
Content
•50% of Australian’s now own a smartphone rising to 77%
in 2013
•Tablet use is growing even more quickly with 18% of
households now owning a tablet and this is expected to more
than double to nearly 40% by mid 2013
•Multiscreen behavior is becoming the norm in Australia with
60% of people accessing the internet while watching
television, a large proportion of these people doing so daily.
(Nielsen The Australian Online Consumer Landscape, March 2012)
EMERGENT AUSTRALIAN BEHAVIOUR

Beyond
Video,
New
Formats,
Killer
Content
On iview - catching up with TX?
610 000 monthly unique users
2m downloads of the IOS app up from 1m in June
•11m plays per month across all devices
•5m plays per month via Tablet & Mobile
•Dr Who (pre-tx) 76 000 plays in ﬁrst day!
SYNC WITH CATCHUP OR ON-DEMAND?

Beyond
Video,
New
Formats,
Killer
Content
the wit
appropriate social use
http://blog.mipworld.com/2012/04/liveblog-the-wit-unveils-top-tv-shows-in-social-media/

Beyond
Video,
New
Formats,
Killer
Content
“We’re about to become only the
second network ever to reach 10
million fans of its Facebook page.
Our Pawn Stars game on
Facebook has tallied more
than a quarter-billion game
plays and still averages
200,000 unique visitors per
day and 1.1 million per
month. Our Top Shot Facebook
game launched recently and already
is averaging 100,000 daily uniques
and nearly 600,000 per month.”
http://www.lostremote.com/2012/05/09/inside-look-at-historys-success-on-social-media-interview/
Evan Silverman SVP, Digital Media at A+E Networks
the power of casual game around TV shows

Beyond
Video,
New
Formats,
Killer
Content
•45% of men and 55% of women tweet while watching TV
• 50% of Twitter users that engage with shows discuss the
show they’re watching in real-time
• 77% of social network users tweet to tell friends what
they’re watching
• 68% tweet to keep shows they like on air
http://www.smartproseo.com/social-media-stats-2012/
EMERGENT AUSTRALIAN BEHAVIOUR

Beyond
Video,
New
Formats,
Killer
Content
Synch ML Producer Tool
Network Companion
ﬁnding user need
Activating the Content Creators
Creating Value

Beyond
Video,
New
Formats,
Killer
Content
http://blog.trendrr.com/2012/05/21/social-tv-ecosystem-2011-2012-infographic/
user confusion?

Beyond
Video,
New
Formats,
Killer
Content
ABC COMPANION BETA

Beyond
Video,
New
Formats,
Killer
Content
Please note these
are work in progress
designs - the ﬁnal
version may or may
not look like this
ABC COMPANION BETA

Beyond
Video,
New
Formats,
Killer
Content
How do we get beyond, video?
Get the content ‘property’ makers
engaged in multi platform.
But how?

Beyond
Video,
New
Formats,
Killer
Content
ABC dual screen feasibility - News, Entertainment, Factual, Arts, Fiction, Sport

Beyond
Video,
New
Formats,
Killer
Content
ABC dual screen feasibility - detailed evaluation, can production deliver?

Beyond
Video,
New
Formats,
Killer
Content
THE NEED FOR NETWORK
CUSTOM DUAL SCREEN TOOLS?

Beyond
Video,
New
Formats,
Killer
Content
Please note these
are work in progress
designs - the ﬁnal
version may or may
not look like this
INTEGRATED SHOWS IN NETWORK COMPANION

Beyond
Video,
New
Formats,
Killer
Content
Summary
To create ‘quality’ connected new formats for
‘altered’ users we ﬁrst need to activate the
content creators
1 Make the numbers real & approach TX
2 Story centric not a superﬁcial layer
3 Be easy to populate & resource
4 Make community mng easy
5 Have ‘collaborative’ templates

Beyond
Video,
New
Formats,
Killer
Content
Thanks
Qs?
gary.hayes@abc.net.au
or
gary@personalizemedia.com

Killer 2nd Screen and Social TV: Production Methodology

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Killer 2nd Screen and Social TV: Production Methodology